Title	THE WOMAN WHO CAN'T WATCH MOVIES
Brand	CANAL +
Product/Service	TV ENTERTAINMENT
Category	C01. INTEGRATED CAMPAIGN LED BY PROMO & ACTIVATION
Entrant Company	FCB SPAIN Madrid, SPAIN
Advertising Agency	FCB SPAIN Madrid, SPAIN

Name	Company	Position
Pedro Soler	FCB Spain	Executive Creative Director
Manuel López	FCB Spain	Head Of Strategy
Joao Freitas	FCB Spain	Creative Director
Beatriz Moliz	FCB	Art Director
Peio Azkoaga	FCB Spain	Copywriter

The Brief

CANAL + was the first Spanish TV platform specialized in cinema. But similar platforms showed up in recent years. As a consequence, CANAL+ needed to defend its position, connecting with its audience. Fortunately, there is a perfect place to establish that connection: at the place where movie fans are more active: the Internet.

Describe how the promotion developed from concept to implementation

The solution was talking to our audience using the same codes they do to communicate with others: movies. That is how the story of Linda Dotson is born. It narrates the feeling caused on the widow of the creator of, what is known in the cinematographic industry as, "The Wilhem Scream". The CANAL+ campaign aim was to create alternative screams to the Wilhem scream to use in the industry, so Linda, who couldn’t watch movies because she was always reminded her of her widowed husband when watching films, could watch movies again.

Describe the success of the promotion with both client and consumer including some quantifiable results

CANAL+ Youtube Channel view augmentated more than 600%. More than 1000 fans shared the campaign on Facebook. The campaign had more than 1.5 million impacts on Twitter. The average time on the site was 3 minutes. The rebound rate of leavewilhemalone.com was only of 42% movie fans spent more than 540 hours in the web. More than 1,000 screams were donated. And, most importantly, the number of CANAL+ subscribers increased in more than 6% during the campaign running time.

Explain why the method of promotion was most relevant to the product or service

Internet has provided movie fans a tribune to express themselves and this is why they are so internet-active. But there is one night where all of them gather in front of the old TV show screen: The Oscar’s Night. This is why CANAL+ started the campaign during the ceremony’s transmission, and then continued it on the internet, as this was the perfect spot to engage with their audience and make them part of the history.